Marketers have learned how important this visual medium is to attract consumers’ attention since online advancements have made embedded video a feasible tactic. The appeal of video as a medium of communication grew as firms began to use this new technology, and it became more democratised.
When video is the preferred medium, a company might use a variety of strategies. A company’s content must stand out in order to make an impression. Thirteen Forbes Agency Council members examine how businesses may be innovative with their use of videos in marketing and how they can attract the audience by using these strategies.
Here are the eight unique ways in which a business can use videos to engage its audience:
Leverage Influencer marketing
Consumers enjoy video only if it is educational, entertaining, or both. Inform rather than hard-sell. Hire YouTube influencers in your niche to make branded videos with low-budget production values. Also, via your SMEs or simply enthusiastic consumers, you may create your own YouTube influencers.
Interviewing internal experts or industry thought leaders is a wonderful method to establish credibility and loyalty with your target market. Find industry influencers — whether they support your point of view or not — and bring these conversations to the notice of your target audience. Make an impeccable video using a video editor to leverage influencers to your advantage.
1) Post on what’s trending
Trending topics on Twitter or any social media platform can carry your video ad messages and maybe make them go viral. For example, many businesses took a stand on the Black Lives Matter moment and got abundant attention from audiences.
Short videos regarding opinions and how your business relates to what’s happening around you can be made using a video editor and posted online to gain traction.
2) Use personalised videos
Everyone enjoys being treated as a unique individual. That’s why creating and distributing a personalised video message is an excellent method to grab your audience’s attention and keep them interested.
Increase email conversions, raise the number of sign-ups through landing page, boost event attendance, improve client happiness, and more with tailored films.
In a crowded marketing landscape, creating tailored clips for your viewers is a smart approach to stand out. Customers are significantly more likely to click here and see your material if they see their own name in the clip thumbnail. Video may be a fun way to carry on a discussion or answer an email or text message. These movies provide your prospects with a wonderful, one-of-a-kind experience that can help them go farther down the sales funnel.
3) Live streams and podcasts
Arranging in-house podcasting and streaming live from the studio is reasonably affordable, and it helps companies to expand their audience engagement. Podcasts and video streaming can cover a wide variety of topics, from industry trends and stories to interviews with thought leaders in the field (or happy clients). Perhaps the most effective strategy for increasing audience engagement is video.
Your audience will get a unique, behind-the-scenes glimpse at your organisation via live video. It also attracts longer streams and greater engagement rates – consumers watch live video for up to 8.1 times longer than they do video-on-demand. Discussions, presentations, and events should be live-streamed, and spectators should be encouraged to ask questions.
4) Use Animation
Although it may appear paradoxical, animation videos made using a video editor may frequently express a point more effectively than a spoken head. The capacity to customise the scene to fit the message, the freedom to add subtitles and transitioning slides, and the artistic freedom to express a point clearly rather than discreetly are the reasons. You may also use animation to include brand qualities that reinforce your messaging. For difficult-to-understand topics that require powerful images or to describe a complex service or product, animated movies can be a fantastic approach.
5) Use customer testimonial videos
Your potential consumers need assurance that your solution will solve their particular problem. Making case study movies featuring your delighted, loyal clients is one of the finest methods to demonstrate this. These are your most ardent supporters. Get them to talk about their problems and how your firm helped them solve them on camera.
Branded assets are a fantastic place to start when it comes to advertising, but nothing beats genuine video testimonials for persuasion and conversion.
Creating video testimonials does not have to be a headache with the correct video gathering technology in place.
As per Wyzowl, 66% of buyers are more inclined to buy after viewing a testimonial film that shows how well a service or product has benefitted someone similar to them.
If you haven’t done so before, now is the moment to make the switch to user-generated content and incorporate video testimonials into your marketing approach.
6) Using videos for customer support
Your FAQs and support desks become more crucial as your product becomes more sophisticated (or as your user base grows).
You may provide clearer solutions to your most frequently asked questions and keep consumers involved with your product by including video explainers on these help pages.
Video material has also been utilised to provide consumers with a personalised, high-impact experience during onboarding or while discovering new product features. For many firms, all it takes is a fast, realistic video to improve product metrics.
7) 360-degree videos
360-degree audiovisual experiences are gaining popularity because of their ability to completely transport you inside the scene. They give you that “take me there” feeling by letting you transfer yourself to a location or event without having to leave your smartphone.
While using a gadget like Google Cardboard or a Samsung VR headset is the best way to experience this format, Facebook 360 makes it more accessible by requiring only a smartphone and motion.
You can see a property without going to an open house, go to an event that might otherwise be out of reach, and go to far-flung countries without needing to travel with a passport.
8) Use your brand voice
Videos are an important part of our brand’s image, and they should be handled as such. Understanding the consumer and the brand from the inside out can aid the creatives in creating video content that is consistent in tone. This is significant because while a single video will not have too much of an effect, a sequence of consistent films following a plan will be remembered and influential.
